The team at Seismic, a sales enablement and marketing technology provider that supports asset managers, is launching Interactive Content capabilities. This software, which will be available to Seismic users mid-September, is designed to provide a dynamic and personalized sales experience.

"What has historically happened is that within organizations, financial and non-financial, the B2B space has really become a consumer space, because people have been exposed to better consumer experiences," Bill Finnegan, managing director of financial services marketing at Seismic, tells MFWire. "We know from our data that people now expect that experience."

Finnegan explains the nuance of the online buying landscape, which uses a combination of data analytics and customization to specifically tailor products to buyers: "You expect me to know you, to know what you want, and to possibly even know what you want before you know what you want."

Additionally, Finnegan says that in bringing this kind of technology to the financial services world, there is the added layer of adhering to regulations, and that the interactive nature of the software helps buyers better understand what's going on.

"Part of the challenge in the financial world is due to compliance and regulatory regimes," he says. "You have to be very careful in how you present your content to customers. This structure will allow people to go on a self-guided journey. The content reacts more like an interacting webpage than a flat piece of content, making it more dynamic, helping people understand more deeply what's going on. If it's a sales advisor talking to a client, it's easier to demonstrate in an interactive form."  

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